"Every business needs to adapt to changes in the market. If you compare the market this time last year with now, you can see that it has changed tremendously. At Ford we acknowledge this change and have decided to adapt," said Tom Brewer, president of Ford Thailand.

The new strategy will mean that all vice presidents now report directly to the president, instead of communicating through an intermediary vice president.

The strategy will also include staging more events to which customers will be invited.

"Being a global company we can take advantage of resources from all over. Our motto is 'Think globally, act locally'," said Brewer.

Ford, along with other car-makers, has seen sales of pick-

ups drop recently, as a result of the high oil prices and political instability.

"Dropping sales are a result of the economic situation and every auto-manufacturer is suffering. How we deal with the situation and come out on top is important," said Brewer.

The company's commitment to innovation and alternative fuels has also been reinforced.

Ford will launch one new feature and one new model before the end of this year.

The first to arrive will be the Ford Ranger with an automatic gearbox.

Towards the end of this year, and most likely at the Bangkok International Motor Expo, will be the launch of the Everest, which is the pickup passenger version of the Ranger.

"Besides being the first company in Thailand to launch an E20-capable vehicle, we are also looking at alternative fuels like CNG.

What we are not clear about is whether it is the government or the public that needs such a car.

"Although Ford does have the capability to produce such vehicles, we will only decide to produce them after careful analysis of the market," said Brewer.

This year Ford expects the pickup market to fall to 680,000 units, a drop of more than 3 per cent from last year's 703,000.

Vijo Varghese

The Nation